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And Just Like That...How To Take Advantage of Clever Marketing Like Peloton

SPOILER ALERT: In the first episode of the long-anticipated, much-hyped reboot of Sex and the City, "And Just Like That…" a beloved character meets their demise. If you haven’t watched it yet - shame on you! But if you have, you know that Mr. Big (Chris Noth) drops dead of a heart attack after completing his 1,000th ride on a Peloton class led by his favorite instructor, Jess King.

Shortly after the show aired, Peloton’s stock dropped. The fitness company went into spin control, releasing a statement from its cardiologist that insisted Big’s death shouldn’t be attributed to working out but to his “extravagant lifestyle — including cocktails, cigars and big steaks.”

Although Mr. Big is in fact dead on the show, Peloton’s latest commercial is giving the internet life with it’s humorous response that Mr. Big is not only alive, but he’s run away with his favorite instructor.

With social media and the internet at our fingertips 24/7, pop culture has never been more present in our lives. We live in a news-driven culture, so using the free publicity that comes with current events like Mr. Big’s death is not only useful, but when done right can be extremely effective for any business.

Take advantage of opportunistic marketing by genuinely connecting your products and services to pop culture trends or current events. Keep your eyes and ears open for trending topics that can tie into your brand problem, message or story. Properly interjecting your company into a national conversation can dramatically increase sales, social media presence and brand recognition.

However, we should mention that you should also navigate this tricky field of other current events with caution considering there are wide-ranging opinions and political affiliations. You should also stay clear of trying to ride the coattails of any real-life tragedy, as it will leave a bad taste in consumers' mouths and come off as disingenuous and self-serving.

When it comes to marketing and using current events as a tool, the right strategy can make all the difference. Reach out to our team at DS&P If you want to use current events and the news to market your business but are not sure how to proceed.

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